Oct 13,2025 
Evelance models behavior using twelve interpretable scores: Interest, Relevance, Credibility, Value, Emotion, Risk, Social Comfort, Desire, Confidence, Objections, Action Ready, and Satisfaction. Each isolates a distinct driver that shows where a step will stall. The framework aligns with established findings in decision science: behavior occurs when motivation, ability, and a prompt align, while choice complexity, loss sensitivity, trust, and social signals shape outcomes.
Interest
What It Is
A readiness signal that reflects whether the first view earns another second of attention. It concerns initial visual priority, headline placement, and whether the core idea is seen at all. Interest is not comprehension or desire. It is the moment your message first registers in working memory. If the promise and next step are not noticed, downstream strengths cannot contribute to behavior.
What It Captures
Salience of the headline, legitimacy cue, and primary action within the opening viewport. It summarizes whether early fixations are likely to land on those items rather than on decoration or secondary elements. Interest is upstream of other judgments. It focuses on visibility and draw, not argument quality. This is a practical gate: people cannot weigh relevance or value until the message is actually seen.
Why It Matters
Eye-tracking research shows that people scan the top and left of a page first, producing an F-shaped pattern of fixations. Items outside these high-attention regions are often skipped entirely. If your core cue does not sit where fixations fall, it is rarely processed, so later persuasion never starts. Interest protects that first contact with the message.
Relevance
What It Is
An intent-match indicator that asks whether the message aligns with the job the visitor came to do. It is narrower than product-market fit. It looks at the current task and vocabulary. Relevance is about immediate fit: the visitor must see their outcome in the first screen. Without that match, later arguments feel beside the point and attention drifts.
What It Captures
Semantic overlap between incoming intent and the hero copy, examples, and labels. It checks whether the page leads with the right use case and mirrors the audience’s words. Relevance is evaluated before price or friction. It answers a simple question early: is this for me right now. Only after that match do people evaluate tradeoffs, risk, and process.
Why It Matters
In the Fogg Behavior Model, behavior only occurs when motivation, ability, and a prompt converge. If motivation is pointed at a different goal than the one on the page, the prompt misfires. Relevance aligns motivation with the offered action so a visible cue can work when ability is adequate.
Credibility
What It Is
A trust signal that reflects the perceived legitimacy of claims and execution. It is evidenced by conservative promises, consistent pricing, clear policies, and third-party validation. Credibility is not style. It is whether the organization appears reliable enough to justify the next step when the exchange looks favorable.
What It Captures
Presence, quality, and placement of proof near claims. Consistency of message from ad to checkout. Policies and safeguards that are easy to find. Visual and copy coherence that avoids the appearance of bait-and-switch. Credibility also reflects how secure and well governed a transaction environment looks when money or data are involved.
Why It Matters
Meta-analytic work in e-commerce finds that trust, perceived risk, and perceived security materially influence purchase intention and, by extension, willingness to proceed. When credibility is low, neutral friction is reinterpreted as danger. When credibility is strong, the same friction is tolerated. This makes credibility a decisive moderator of action.
Value
What It Is
A tradeoff score that summarizes the perceived exchange between expected benefit and immediate costs such as money, time, and hassle. Value is not price alone. It asks whether the first step feels proportionate to what is gained now, with a clear line to later outcomes. It depends on clarity of the promise and visibility of the ask.
What It Captures
Magnitude and specificity of the outcome, the cost to start, and comparisons against the status quo. It weighs non-monetary costs like setup time and data entry alongside price. It also considers whether the default option fits typical use rather than an edge case. Value collapses when relevance is poor, because the benefit lacks context.
Why It Matters
Prospect theory shows that people weigh losses more than equivalent gains. If the costs or risks feel salient, they overshadow benefits even when expected value is positive. Clear, near-term outcomes and visible guardrails reduce that imbalance and support movement when the exchange is genuinely favorable.
Emotion
What It Is
A momentary affect score describing how the experience feels at the decision point. It reflects tone of microcopy, gravity of visuals, and how errors and confirmations are handled. Emotion is a state during the task, not a personality trait. It measures whether the step feels reassuring, neutral, or tense.
What It Captures
Cues that tilt affect: supportive language, specific confirmations, non-blaming error text, and visual restraint that matches task seriousness. Emotion also reflects whether the step resolves uncertainty or amplifies it with surprises or unclear consequences. The construct focuses on the exact moment of commitment, not long-term brand feelings.
Why It Matters
The affect heuristic shows an inverse relationship between perceived risk and perceived benefit. Positive affect lowers risk estimates and increases perceived benefits. Negative affect does the reverse. At a commitment point, this tilt changes whether an otherwise acceptable tradeoff feels safe enough to proceed.
Risk
What It Is
A loss-sensitivity score capturing how risky the next step feels, independent of actuarial risk. It includes privacy, payment, and reversibility. Risk interacts directly with credibility and value. It tests whether the person believes the downside is tolerable relative to the upside right now.
What It Captures
Clarity of commitments, refund or cancel rules, data practices, and the reversibility of the step. It considers ambiguous future costs and lock-in. Transparent safeguards reduce perceived loss. Vague terms elevate it. The measure is about the person’s appraisal in context, not the system’s internal security spec.
Why It Matters
Loss aversion is one of the most replicated findings in decision science. Losses loom larger than gains, so salient downside can suppress action even when benefits are clear. Reducing perceived loss often shifts behavior more than adding benefits because avoidance is driven by the fear of losing.
Social Comfort
What It Is
A social-proof score indicating how much a person relies on others’ behavior or testimony to resolve uncertainty. It is not generic popularity. It is uncertainty reduction through credible consensus from peers or authorities who are relevant to the decision.
What It Captures
Diagnostic quality and placement of external cues: attributed testimonials, reputable logos tied to specific claims, independent ratings, and recency. It checks whether the referenced others are similar to the evaluator or carry clear expertise. It also checks proximity of proof to the claim it supports.
Why It Matters
Experiments and field work show social proof is especially effective when people lack a clear prior preference. Under ambiguity, well-matched consensus nudges indecision toward action by lowering perceived personal risk. Weak or irrelevant proof does not move the needle.
Desire
What It Is
An intent-to-possess score reflecting how strongly the outcome is wanted after it is understood. Desire differs from Interest and Relevance. It measures appetite for the stated outcome relative to alternatives. Desire reflects felt importance and anticipated satisfaction from achieving the goal.
What It Captures
Concrete before-and-after framing, outcome imagery that maps to the task, and examples that surface latent pains or aspirations. Desire is not hype. It is the felt pull once the person knows what is on offer. It rises when the outcome appears immediate and certain, and falls when the benefit looks distant or contingent.
Why It Matters
In the Fogg Behavior Model, motivation must be high enough for the prompt to work at the observed ability level. When desire is strong and effort is reasonable, a well-timed cue often suffices. When desire is weak, even a low-effort flow can stall because the outcome is not compelling enough to trade for attention or money.
Confidence
What It Is
A perceived-ability score that gauges whether people believe they can complete the step correctly. It is about feasibility in the moment. Confidence is shaped by clear instructions, forgiving recovery, and visible progress. It is separate from actual skill. It measures what the person believes about this step right now.
What It Captures
Instruction legibility, label clarity, preview or confirm patterns, and error recovery that prevents costly mistakes. Confidence rises with transparency about what happens next. It drops when steps appear hidden or irreversible. The construct is practical: it asks whether the flow looks doable without regret.
Why It Matters
Ability is required for behavior. Low perceived ability undermines behavior even when real ability is present. People avoid steps they think they will botch or regret. Aligning difficulty with perceived capability is essential so that a prompt has any chance to work at the moment of choice.
Objections
What It Is
A skepticism score that reflects the presence and sharpness of specific pushbacks. Objections are concrete barriers such as price concern, privacy worry, fit doubt, or perceived complexity. They are not general negativity. They are explicit reasons a person offers for not proceeding.
What It Captures
Frequency and clarity of articulated concerns and whether the flow addresses them with evidence, policy, or transparent explanation. It also captures clustering. If most concerns center on privacy or cost, that pattern indicates where the exchange feels off. Diffuse objections often signal broader misalignment earlier in the journey.
Why It Matters
Objections combine perceived loss and weak value. Decision research shows that salient loss cues and ambiguous tradeoffs depress action. Making the exchange legible and reducing dominant loss signals changes the calculus more than layering additional benefits that do not touch the root concern.
Action Ready
What It Is
A “moment-to-act” score that reflects whether a clear prompt appears when motivation and perceived ability are sufficient. It operationalizes the Prompt component in practical interface terms. Action Ready is not copy flourish. It is about visibility and timing of cues relative to readiness.
What It Captures
Placement and prominence of the primary call to action, presence of local help, and immediate feedback that confirms progress. It checks whether the prompt appears after comprehension rather than before it. It also checks that the cue is not buried by competing elements during the decision moment.
Why It Matters
Without a prompt, the target behavior does not occur. Within the Fogg framework, prompt type and timing matter because different situations call for different cues. Matching the cue to readiness improves completion when motivation and ability are present.
Satisfaction
What It Is
A post-step experience score that captures whether the outcome matched expectations and felt fair. It is not long-term loyalty. It is the immediate appraisal after a key step. Satisfaction shapes willingness to continue, repeat, or recommend. It reflects whether the journey’s story held up when the step completed.
What It Captures
Expectation match, absence of unpleasant surprises, perceived fairness of the exchange, and clarity of confirmations or receipts. It also reflects whether policies and next steps are easy to find. The construct is about alignment between what was promised and what was delivered at the end of the step.
Why It Matters
Evidence across e-commerce links purchase intention and follow-on behavior to trust, perceived risk, and perceived security. When the final step feels coherent and safe, satisfaction reinforces future actions and word of mouth. When it feels misaligned, prior trust signals are discounted and continuation drops.
How Scores Are Weighted And Validated
Evelance treats each metric as an interpretable signal. The platform learns weights by scenario and audience and validates forecasts against observed outcomes, then calibrates so the weakest drivers for a step are surfaced rather than a bland average. This reflects the simple structure from behavior science: behavior needs motivation, ability, and a prompt at the same time, while loss sensitivity, social inference, and trust shift willingness at the margin.
Where The Framework Comes From
The constructs correspond to widely cited findings. The Fogg Behavior Model explains why prompts and readiness must align. Hick’s Law explains why choice and information load expand decision time. Prospect theory explains the asymmetric weight of losses over gains. Social proof explains why consensus moves people under ambiguity. Eye-tracking studies explain why early fixations govern what gets processed. These are stable results that translate cleanly into step-level scores.
How Trust, Risk, And Affect Interact With Behavior
Trust reduces perceived risk, and positive affect lowers risk while increasing perceived benefit. Meta-analytic and review work shows that trust, perceived risk, perceived security, and review valence significantly influence purchase intention. The affect literature shows a reliable inverse relationship between perceived risk and perceived benefit. These interactions justify modeling Credibility, Risk, and Emotion as distinct but interacting drivers rather than a single blended “confidence” score.
Conclusion
Behavior is not guesswork. It is a set of conditions that either align or clash at a moment in time. Interest ensures the message is seen. Relevance aligns motivation with the task. Credibility and Risk shape trust. Value and Desire set the exchange and pull. Confidence and Objections reflect feasibility and barriers. Social Comfort reduces uncertainty. Action Ready connects readiness to action. Satisfaction confirms the experience matched the story. Grounded in established research and aligned to Evelance’s schema, these twelve scores explain where behavior will fail and why, so teams can measure the right constraints and plan changes with evidence rather than hunches.